Marketing Your Practice: An Ethical Duty That Benefits You AND The Public


Home Study CE course on concepts & strategies of ethical marketing, including:

  • Basics of ethical marketing for private practice
  • How the public benefits from effective marketing by licensed mental health professionals
  • How to connect with referral partners and ideal clients
  • Ways to build networking relationships despite fewer in-person meeting opportunities due to the pandemic
  • 7 ethical marketing strategies, including person-to-person contact, print, websites, blogs and news & social media.


This workshop was recorded on March 31, 2022 at the virtual Private Practice Boot Camp, presented by The Practice Institute, LLC

Mental health professionals are often confused about what constitutes ethical and effective marketing. On the one hand, you know that it’s important to get your name out there in order to generate new referrals. At the same time, you may feel uncomfortable with self-promotion, and may erroneously assume that marketing is an ethical gray area, when in fact it is not.

Viewing marketing as a public service may ease clinicians’ trepidations. While marketing your practice is an important business strategy, it also benefits the public. If you don’t market yourself, people may not be aware of your services, and they may turn to uncredentialed self-titled “therapists” who are not bound by any code of ethics, and whose products and services are often not just ineffective, but potentially harmful.

For this reason, licensed mental health professionals have an ethical duty to increase our visibility in our communities, and to educate the public in how science-based information can help improve people’s lives.

This workshop will address ethical ways to market your practice to people who can benefit from your services. Strategies include differentiating yourself from the competition, educating the public via writing, speaking, and news media, and building a strong online presence through your website and social media engagement.


Learning Objectives:

  • Describe concepts & skills necessary to ethically market one’s practice
  • Identify, create, analyze & act on marketing opportunities that present themselves
  • Describe the impact of telehealth on competition and marketing
  • List APA ethics principles intrinsic to ethical marketing
  • Develop a comprehensive marketing plan

Home Study Packet Includes:

  • 2.5 hours of video instruction
  • Slide images
  • Handouts
  • Home study CE quiz

CE Credit: 2.5 home study CE credit is available through The Practice Institute, upon completing a quiz with at least 75% correct answers. The Practice Institute is approved by the American Psychological Association to sponsor continuing education credits for psychologists. The Practice Institute maintains responsibility for this program and its content.



Pauline Wallin, PhD: Dr. Wallin is a co-founder of The Practice Institute and a psychologist in practice for 40+ years. She is past president of two APA divisions – Independent Practice and Media Psychology & Technology. She is a frequent presenter at professional conferences on topics of ethical practice development, and has authored chapters on this topic in books related to professional mental health practice.


Lauren Behrman, PhD: Dr. Behrman is a co-founder of The Practice Institute and a psychologist in practice for 35+ years. She has reinvented her practice several times, and built a thriving practice that is free of managed care. She has years of experience as a clinical supervisor and is available as a mentor and trainer to clinicians and practice groups.